Corporate Social Responsibility for Takaful Industry’s Branding Image

Muhamad Fazil Ahmad, Siti Zakiah Melatu Samsi, Rosmawati Mohamad Rasit, Norzita Yunus, Norhayati Rafida Abdul Rahim

Abstract


ABSTRACT

This study attempts to confirm the likelihood of Corporate Social Responsibility (CSR) activities giving different effects on brand image components and whether corporate reputation mediates these effects. Four action-based types of CSR, namely the economic, legal, ethical and philanthropic, were analyzed and tested in this study. This study employs quantitative method of analysis whereby the participants were exposed to different treatments and the brand image was divided into an affective, specific and generic cognitive elements. A total of 327 (N=2110) stakeholders of Takaful; the agents/operators in Kuala Terengganu, Malaysia were involved. Using the Structural Equation Model analysis, the affective component of the brand image showed a greater impact on the commitment towards the four types of CSR as compared to the others. The results revealed that the economic and philanthropic CSR activities significantly led to a more positive level of both brand image components and corporate reputation management than legal and ethical CSR activities. In addition, brand image has positively influenced the betterment of corporate reputation management. These findings have significant implications for future research directions in the corporate communication perspective.

Keywords: Brand image; corporate reputation; corporate social responsibility; takaful

ABSTRAK

Kajian ini cuba untuk mengesahkan kebarangkalian aktiviti Tanggungjawab Sosial Korporat (CSR) dalam memberi kesan yang berbeza kepada komponen imej jenama dan sama ada reputasi korporat menjadi pengantara kepada kesan-kesan tersebut. Empat jenis CSR berasaskan tindakan, iaitu ekonomi, undang-undang, etika dan filantropik telah dikaji dan diuji dalam kajian ini. Kajian ini menggunakan kaedah analisis kuantitatif di mana para peserta didedahkan kepada kajian yang berbeza dan imej jenama dibahagikan kepada elemen yang berbentuk afektif, khusus dan kognitif generik. Seramai 327 (N = 2110) pihak berkepentingan iaitu ejen/pengusaha Takaful di Kuala Terengganu, Malaysia telah terlibat. Menggunakan analisis Model Persamaan Struktur, komponen afektif imej jenama menunjukkan kesan yang lebih besar ke atas komitmen terhadap empat jenis CSR berbanding dengan perkara-perkara lain. Hasil kajian menunjukkan aktiviti-aktiviti CSR ekonomi dan filantropik mempunyai hubungan positif yang signifikan dengan kedua-dua komponen imej jenama dan pengurusan reputasi korporat dibandingkan dengan aktiviti CSR undang-undang dan etika. Di samping itu, imej jenama mempengaruhi secara positif pengurusan reputasi korporat. Penemuan ini mempunyai implikasi yang besar untuk memberi penunjuk arah kepada kajian akan datang dalam perspektif komunikasi korporat.

Kata kunci: Imej jenama; reputasi korporat; tanggungjawab sosial korporat; takaful


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